Cadillac is putting the brakes on its move to New York and rerouting its headquarters back to Detroit after a failed bid to lure in more luxury buyers.
Parent company General Motors wants the vehicle brand’s executives to be near the corporation’s designers and engineers in Michigan as Cadillac is set to launch several new models over the next couple of years.
“Cadillac’s move to Michigan will further support one of the most aggressive on-going product expansions in the brand’s history, with the introduction of a new vehicle every six months through 2020,” GM spokesman Patrick Morrissey said in a statement. “The move will place the Cadillac brand team closer to those responsible for the new Cadillacs, including design, engineering, purchasing and manufacturing, ensuring full integration of Cadillac’s global growth strategy.”
Cadillac moved its home base to the Big Apple about three years ago when then-head Johan de Nysschen, who was pushed out this past spring, hoped the shift would set the brand apart from the rest of Detroit-based GM, which also owns lower-end lines like Buick and Chevrolet.
Steve Carlisle, who was appointed head of Cadillac in April, is behind the end of the company’s stint in Manhattan’s Soho neighborhood.
“Cadillac will maintain a brand presence in New York City with the Cadillac House, an experiential brand center which serves as a public space for events, concerts and collaborative partnerships until longer term brand plans are in place,” Morrissey said.
Caddy has struggled to hold its own as a luxury brand against more esteemed car companies like BMW and Audi.